• The Chicken Rice Shop (”TCRS”) and Etika Group of Companies (”Etika”) signed an agreement today that will add the new delightful Salted Egg ABC to the menu of selected TCRS outlets only.

  • Etika and TCRS also raised funds for victims of the recent floods in East Coast through a special bidding for the most expensive ABC ever made.

One of Malaysia's leading Halal beverage companies and drink distributors, Etika Group of Companies (”Etika”) brings yet another exciting innovation to fans. Together with the country’s most Halal popular chicken rice restaurant, The Chicken Rice Shop (”TCRS”) and Etika have renewed their partnership agreement and introduced a new menu item at selected TCRS outlets bringing fans the popular local dessert, Salted Egg ABC made extra special with Dairy Champ. This new dish is only available at selected outlets including The Chicken Rice Shop MyTown Shopping Centre, Setia City Mall, lOl Mall Puchong, Melawati Mall, Subang Parade, The Gardens Mall, Sunway Pyramid and Berjaya Times Square from 19th December 2017 to 31St January 2018.

The signing ceremony between ETIKA Group and The Chicken Rice Shop

The signing ceremony and partnership marked a huge milestone for Etika and TCRS as they have been the beverage provider of choice by TCRS for more than 15 years. Today, one of Etika’s brands in particular, Dairy Champ, Malaysia’s favourite condensed and evaporated creamer, will be featured in this new Salted Egg ABC recipe. The brand has always been centred around giving consumers the best by helping them enhance the taste and texture of their preferred food and/or drinks. This is why Dairy Champ is the obvious Choice of creamer brand for TCRS. Using Dairy Champ to accompany this local favourite will certainly create a greater satisfying experience for TCRS patrons it is smooth, velvety and the cream coloured creamer brings out the colour of the ABC to life. Adding to the event’s festivities, Malaysia’s mega business icon and social media queen, Dato’ Seri Vida made an appearance as Dairy Champ’s ambassador. Her appointment as the creative expression for Dairy Champ Evaporated Creamer earlier this year has since generated greater support from Malaysians for the Dairy Champ brand.

RM10,150 raised for MERCY MALAYSIA

Dato’ Seri Vida showed her support, joining TCRS’ Co-Founder and Managing Director of TCRS Restaurants Sdn Bhd, Gaik Wong and Etika Group of Companies’ President & Chief Executive Officer, Erwin Selvarajah to launch the Dairy Champ Salted Egg ABC dish and cheered on as the event’s guests made bids for the Most Expensive Salted Egg ABC. The bid, which proved successful, raised RM10,150. These proceeds will be funneled through MERCY Malaysia that is currently helping flood victims rebuild their lives. ”We are truly honoured to be The Chicken Rice Shop’s choice brand and to work with them to produce a really tasty concoction, in the form ofthe Salted Egg ABC made with Dairy Champ Evaporated Creamer and Sweetened Creamer. We have had a long business relationship with TCRS and this partnership further solidifies our commitment as we embark on a new venture together," said Erwin Selvarajah during the event. He added, ”Another purpose of this initiative was that we at Dairy Champ, together with TCRS, wanted to contribute towards a greater cause. The recent floods in Malaysia are a massive tragedy and have caused many Malaysians to lose their loved ones and their homes. As part of our continued commitment to be socially responsible, we created the Most Expensive Salted Egg ABC bid in h0pes that it will make a positive impact to their lives.” As a result of this partnership, Malaysians can expect to gain a better dining experience at TCRS’ selected outlets as they indulge in the delightful new Salted Egg ABC made with Dairy Champ. ”The team at The Chicken Rice Shop is always exploring new ways and dishes to surprise our patrons. We are happy that our current TCRS customers can now enjoy this Malaysian favourite and hope that this will bring n